You will need to choose a consumer product from the Canadian marketplace list, discuss your choice with your instructor to ge

MARKETING 716

Marketing Portfolio Assignment Part 1

This is the first part of the portfolio project that you will complete over the course of the semester. By the time you have finished, you will have essentially written a Marketing Plan for a consumer product in Canada. You will need to choose a consumer product from the Canadian marketplace list, discuss your choice with your instructor to get approval (DUE Week 5b start of class via e-dropbox). Specifically:

1. Through research, identify the key internal data sources for your product. Consider sources such as profitability, sales and market share performance/growth, customer loyalty and satisfaction, brand reputation, brand quality etc. Research and analyze at least 4 internal factors. Cite your sources. (5 marks)

Cite sources

Through research, identify the trends and changes that are occurring in the external environment that impact your chosen product’s marketing plan. Specifically, consider trends and changes in the areas of Technology, Regulatory, Economic, Environmental, Demographics, and Socio-Cultural happenings in the Canadian marketplace. Research and analyze at least 3 factors. Explain for each of the factors you have selected the positive or negative implications the external environmental factor could have on your chosen product’s marketing plan. Ensure that you explain why? Cite your sources (10 marks)

Complete a SWOT (strengths, weaknesses, opportunities, threats) analysis using a bullet point, table format. This analysis should be from the perspective of your product. The SWOT points need to be derived from your internal and external research only. Do not use internet sources

Finally, summarize your findings and provide recommendations (GOALS using the SMART criteria) as to what you plan to do to alter your current marketing plan to address this implication. Minimum 2 goals (10 marks)

2. Review the competitive environment for your chosen product. Specifically, provide a competitor analysis against the 4 p’s from each of the following competitive (10 marks)

Cite sources

3. From a Global Citizenship and Equity(GC&E) perspective: identify (in your own words) 1) how your product’s firm has supported environmentalism/sustainability, and 2) has supported social responsibility at the national or global level. Please provide supporting documentation/sources (20 marks)

4. Overall professionalism and presentation of the assignment including cover page, bibliography including citation (APA), spelling/grammar.

(5 marks)

Note: A 3-4 page type written report of your assignment should be uploaded in e-centennial plus a title page that includes the assignment title, date, name of this class and section, the instructor’s name, and your name. Do not use reference ‘marketing sites’ for the SWOT such as www.marketing91.com or Bhasin. Copying from such sources will result in a 0 grade

**. Late Assignments will not be accepted or be eligible for grade

Assignment Rubric:

TYPE: Assignment 1, GC&E

DATE DUE: Week 5 Wednesday Feb [email protected] 12:00pm via e-dropbox

VALUE: 15%

OUT OF: 40/20

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